rpreted visually as a wearable aura based on a combination of 26 emotive traits, including acuity, harmony, naivety, and virtue.  “A single scent is incapable of representing this virtual world, so we formulated a lexicon of elements that collectors can combine at will to make something entirely unique,” says Ben Gorham, founder and creative director at Byredo. The concept is derived from potion making in video games, where players are inspired to become alchemists. AlphaMeta enables people to experiment with different ingredients to craft something personal and mint it as an NFT. The digital collectable is then stored in a crypto wallet unique to its owner. Similar to other RTFKT digital collectables, the RTFKT x Byredo auras can be used within the RTFKT avatar ecosystem, which include the popularised CloneX avatars. Acquiring a CloneX NFT at the moment costs a minimum of $10,000 – in a bear market. It’s still unknown what the AlphaMeta auras will cost.  Auras come in up to 2000 variations that Byredo can forge into a physical version. When a variation goes into production, the bottle’s label includes a near-field communication chip for use with smartphones. When the label is scanned, the user is taken directly to the NFT link for full transparency and traceability. “We always wanted a perfume but had to do it differently, and Byredo was always our dream partner to make this vision happen. It’s one of my favourite projects we have going, an idea I’ve had for a while, and Byredo is the perfect partner for it,” RTFKT co-founder Benoit Pagotto said. RTFKT is leading the way In the past few years, we’ve seen accelerated growth of digital fashion and its use online. Projects have been similar to skins in digital games and pop-culture collectables, as metaverse platforms have made acquiring and using digital assets more accessible. At the same time, augmented reality has made it possible to try on clothes, shoes, accessories, and makeup virtually.  While this is Byredo’s debut in the metaverse, projects like this are RTFKT’s specialty. The company has recently launched Cryptokicks with Nike to create an NFT version of the Nike Dunk sneaker. In conjunction with the Cryptokicks release, RTFKT shared news of its NFT skin vials. Owners of a Nike Dunk Genesis sneaker are able to purchase a skin vial and equip it to change the look of the Cryptokicks. In addition to the NFTs, Nike Dunk Genesis holders can see what their Cryptosneakers look like on their feet via augmented reality. Trailing behind digital fashion, several beauty brands such as MAC, Estée Lauder and Guerlain have still entered the metaverse, by releasing limited-edition NFTs. It’s great to see many large fashion and beauty brands bridge the digital divide; however, there is a huge opportunity to push the boundaries of what we know and redefine these products for new virtual environments.  Making sensory sensations digital Creating sensory experiences online is challenging for obvious reasons. There have been significant advancements in haptic technology, which helps with touch and motion. But scent doesn’t come out of a screen or computer – yet.  Byredo has emerged as one of the most popular fragrance brands in the world, due to its minimalist design and easily loveable unisex scents. Many people have particular preferences when it comes to perfumes. They may have certain scents for night and day or stay within a fragrance family such as floral, woody, fresh, and oriental.  These tend to be important factors when considering a new fragrance. There are many customers, even after the global pandemic, who prefer the tactility of going to the shops to browse clothes and beauty products. They’re not willing to order something online they haven’t tried in person. Sure, there’s usually a flexible returns policy but that comes with inconvenience.  Perhaps the digitally native audience the auras are appealing to will favour the metaverse experience and value twinning with their CloneX avatar over anything else.  The RTFKT x Byredo collaboration is no doubt exciting and creative. The Nike-owned creative NFT studio has established itself as a leader in Web 3.0 and the partners it chooses to collaborate with are of the highest quality, setting a new global standard for luxury.